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Sabra, a hummus brand partially owned by Frito-Lay, is launching its first national ad campaign this month, an effort that beckons consumers to enjoy a taste of the Mediterranean without leaving home.
The TV, print and online campaign is also the first from New York agency StrawberryFrog. The campaign aims to acknowledge the clichés of traditional food advertising but subvert them by taking an unexpected direction.
A TV ad, for instance, shows a middle-aged couple sampling the hummus along with some wine as they observe a sunset.
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